With the Free From market continuing to grow and forecast to reach £673m by 2020, the UK’s leading cake brand is perfectly placed to help cater for this demand. Nearly a quarter of UK households include at least one allergy or intolerance sufferer , demonstrating the size of the opportunity.

Jo Agnew, Brand Director at Premier Foods, comments: “The Free From market shows no sign of slowing down and this is being driven not only by the 5% of UK adults who have a sensitivity to gluten , but also those who are cutting down as part of a lifestyle choice. The new range takes Mr Kipling into the Free From aisle for the first time and we look forward seeing the response from shoppers, following demand for a solution from a highly recognisable, well-loved and trusted UK brand.”

The new gluten free Mr Kipling loaf cakes each serve eight people, whilst the Mini Cherry Bakewells come in handy packs of two – enabling shoppers to enjoy one on the go and save one for later.